{"id":7038,"date":"2019-10-14T09:30:32","date_gmt":"2019-10-14T13:30:32","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=7038"},"modified":"2023-10-30T14:13:02","modified_gmt":"2023-10-30T18:13:02","slug":"omnichannel-marketing-is-overtaking-multichannel-marketing-heres-what-that-means-for-you","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/omnichannel-marketing-is-overtaking-multichannel-marketing-heres-what-that-means-for-you\/","title":{"rendered":"Omnichannel Marketing is Overtaking Multichannel Marketing \u2014 Here\u2019s What That Means for You."},"content":{"rendered":"\n

While multi-channel marketing<\/a> is a well-established marketing method, omnichannel marketing, its evolved cousin, is starting to take over. According to Core DNA<\/a>, omnichannel marketing is one of the biggest marketing trends of 2019.<\/p>\n\n\n\n

Companies with an omnichannel strategy experience a 91% increase in customer retention rates compared to those that don\u2019t use it. Specifically, they achieve an 89% average retention rate<\/a>, which is vastly higher than 33%\u2014the retention rate of companies that don\u2019t use this method. This shouldn\u2019t be a surprise: 87% of consumers think businesses should pursue more omnichannel marketing to better serve their needs.<\/p>\n\n\n\n

\"Omnichannel
Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Omnichannel marketing is the newer, more efficient way to\nreach your top customer personas and reallocate your efforts into a more\nstreamlined approach. This method treats every channel you market on as a whole\nentity, not separate playing fields.<\/p>\n\n\n\n

By centering the experience around the customer instead of\nindividual channels, you can create a holistic, seamless experience that is\nmore likely to generate brand awareness and trust which allows the relationship\nwith your consumers to develop further.<\/p>\n\n\n\n

What is Omnichannel Marketing?<\/a><\/h2>\n\n\n\n
\"OmniChannel<\/figure><\/div>\n\n\n\n

Omnichannel marketing is the next evolution of multi-channel\nmarketing. Multichannel marketing reaches different types of customers on\ndifferent platforms and channels, such as email, google ads, and social media.\nThis method treats every channel as its own entity, forcing you to create\nunique content for each channel. Each channel has its own specific target\naudience and informational requirements.<\/p>\n\n\n\n

Omnichannel marketing, on the other hand, inverts this model and puts your customer at the center of the marketing process. The channels are no longer the focus. Instead, you study your top customers to find out where they like to be online. This leads to you creating content that they connect with. You can also re-use that content again and again on different channels. You aren\u2019t focusing on how to market on a certain platform, but viewing the platforms through the lens of your valued customers.<\/p>\n\n\n\n

\"marketing
Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Once you gain a good understanding of your customers\u2019 values, interests, habits, and needs, you can make appealing content appear everywhere they like to be online. This method allows you to make multiple impressions on the same customer through different channels, with the same or similar content.<\/p>\n\n\n\n

This method resonates better with modern internet use habits\nof customers who jump between different social media channels, email, websites,\nwhile using different devices. According to Marketing\nWeek<\/a>, today\u2019s users have an average of around 6 touch points\nduring the buying process. 15 years ago, the average was only two touch points.\nGetting a consistent experience when switching between devices, social media\nplatforms, and other online channels lets the customer know they\u2019re getting the\nsame version of you\u2014a trustworthy brand\u2014no matter where they go.<\/p>\n\n\n\n

Advantages of Omnichannel\nMarketing<\/a><\/h2>\n\n\n\n

As you can see, this marketing trend can benefit your brand\nin many ways. Here are four main reasons businesses switch to this model:<\/p>\n\n\n\n

  1. Higher marketing efficiency<\/li>
  2. Spend less on making content<\/li>
  3. Generate more brand awareness<\/li>
  4. More profits<\/li><\/ol>\n\n\n\n

    Who doesn\u2019t want to gain more time and get the same results\nwhile spending less? As marketing continues to evolve with updated data on\nconsumer behavior, this model is proving to be useful and less expensive than\nmultichannel marketing.<\/p>\n\n\n\n

    1. Higher Marketing Efficiency<\/strong>: When you work on appealing to just one top target group, your content has fewer variations across different channels. Therefore, although  you\u2019re creating different content, the content for one platform is not dramatically different from content for another platform. This allows you to spend less time on target groups that may not make up a significant portion of your business and redirect your energy toward the group you need to market to the most. You can also get better results by making multiple impressions on the most fruitful group instead of scattering your efforts.

      <\/li>
    2. Spend Less on Creating Content<\/strong>: When you don\u2019t need to create content for 5 different groups for 5 different channels, you get a more focused content stream. Being able to gently tweak and repurpose the same message and information for one group takes less work. This naturally leads to spending less on content, since you don\u2019t need to make different videos, blogs, visuals, or ads all the time. But though you spend less, you put yourself in a position to be seen more frequently by the same people. Refining your marketing budget like this can also allow you to spend more money on higher-quality content.

      <\/li>
    3. Generate More Brand Awareness<\/strong>: Omnichannel specifically targets your top customers where they go online the most, which maximizes the number of times they encounter your brand. It takes many impressions to become familiar with a brand, and omnichannel methods make it easier for your customers to encounter the same message on different devices and platforms.

      <\/li>
    4. More Profits<\/strong>: By nurturing brand awareness, trust, and familiarity, you gain more loyal customers. According to Google<\/a>, omnichannel shoppers have a 30% higher lifetime value for a business compared to customers who shop on just one channel. The benefits of trust are increased business, customer loyalty, and overall growth. Also, companies that engage through omnichannel methods are rewarded with an annual revenue increase of almost 10%<\/a> AND a 7.5% decrease in spending on each contact. Spending less and earning more is the perfect formula for better profits!<\/li><\/ol>\n\n\n\n

      What Channels Should We Be On?<\/a><\/h2>\n\n\n\n
      \"Media,<\/figure><\/div>\n\n\n\n

      Your top customers can be frequenting a different\ncombination of places online compared to those of another business. It\u2019s\nimportant to do thorough research to find out where your customers are finding\nyou. Discover their values, needs, and other key information that helps you\nreach them.<\/p>\n\n\n\n

      Depending on the group you target, you may use a variety of\nmethods, like investing in paid ads, using targeting tools on Facebook,\nnurturing an email list, and more. When you work toward appealing to the top\ngroup that benefits you, you\u2019re more likely to meet the same customer in\ndifferent places\u2014but where your customers are is a puzzle you need to solve.<\/p>\n\n\n\n

      It will take research, time, and a good look at who you are\nand what you have to offer. In some cases, you may need to adjust your brand or\nrebrand altogether to reestablish a clear message to your top audience.<\/p>\n\n\n\n

      What Kind of Content?<\/a><\/h2>\n\n\n\n

      The kind of content that works best for you will be specific\nto your type of service or industry, but there are some general trends that can\nhelp you decide.<\/p>\n\n\n\n

      Recent data from Core DNA shows that video is constantly on the rise. As of now, 75 million users in the United States watch video daily. Podcasts are also quite popular, as 25% of Americans enjoy listening to them consistently.<\/p>\n\n\n\n

      \"Video<\/figure><\/div>\n\n\n\n

      Also, people are switching between devices more than ever,\nas nearly 100% of users no longer use a phone or laptop exclusively. This makes\nit more important than ever to create content that is optimized for mobile\ndevices. Here are some ideas to explore:<\/p>\n\n\n\n